© 2010 Recipe Marketing

© 2011 Recipe Marketing

B.R.A.T.

Case Study

© 2011 Recipe Marketing

B.R.A.T.Marketing Challenge

• B.R.A.T. Diet is a new organic rehydration drink for kids based on the B.R.A.T. Diet consisting of bananas, rice, applesauce, and toast. The product was too cluttered getting lost on the shelf with packaging that didn’t clearly communicate its features and benefits.

© 2011 Recipe Marketing

B.R.A.T.Marketing Strategy

• To increase packaging impact on the shelf, Recipe developed a hierarchy of communication and defined B.R.A.T.’s positioning in the marketplace.

© 2011 Recipe Marketing

B.R.A.T.Creative Mix

• Recipe simplified the B.R.A.T. packaging with a clearly defined logo, an easily understood list of features and benefits, and highlighted the pediatrician recommendation. Recipe developed a tagline communicating B.R.A.T.’s positioning as the “feel better drink.”

© 2011 Recipe Marketing

B.R.A.T. Results

• In September 2009, B.R.A.T Diet won the prestigious award of Most Innovative Product at the Natural Products Expo East in Boston, Massachusetts.